membership growth online summit 2017 - day 4: navigating nonprofit marketing
TRANSCRIPT
Wild Apricot Expert Webinar
Wild Apricot Expert Webinar
Navigating Nonprofit Marketing
Presented by
David MundyDirector of Marketing, GuideStar
Summit Webinar 4
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David MundyDirector of Marketing, GuideStar
NAVIGATING NONPROFIT MARKETING
Wild Apricot Membership Growth Online Summit 2017
Introduction
What is Marketing?
Branding
Getting Started Marketing
GuideStar Nonprofit Profiles
Questions
Today’s Agenda
1
2
3
4
5
6
Introduction1
HI, I’m David Mundy
This is my favorite person in the world
My daughter “Lilly”
I’m the Director of Marketing for this organization
What is GuideStar?
An organization that gathers and disseminates information about every single IRS-registered nonprofit. We provide as much information as we can about each nonprofit's mission, legitimacy, impact, reputation, finances, programs, transparency, governance, and so much more.
We’ll talk more about these later
GuideStar Nonprofit Profiles
A) Branding B) Search Engine Optimization (SEO)C) Optimizing User Experience (UX)D) Outreach (Blog, Social Media, Advertising, Partnerships, Influencers)E) Other ___________________
What marketing tactic(s) are you most interested in learning about today?
What is Marketing?2
is just as applicable to .orgs as it is to .coms.
2. A nonprofit can and should approach marketing the same way as (if not better than) a for-profit.
LET’S GET TWO THINGS STRAIGHT:
1.
What does my nonprofit promise?
MarketingJourney
No End in Sight
Beginning
Latter
Embrace Your Empathetic Nature
Marketing = Empathy
“The deeper you get about understanding the change you wish to make, the people you wish to make change for, and the promise you are offering, the more likely it is the rest of your marketing will be easy to do.” – Seth Godin
“In an attention economy (like this one), marketers struggle for attention. If you don’t have it, you lose.” – Seth Godin
Meet the Attention Economy!
Nonprofit Branding3
Branding is the basis for how people perceive you and/or your organization.
Q-tip = Cotton SwabKleenex = Facial TissueBackRub = Internet Search?BackRub = Google
A look at some thoughtful branding:
• Lego—From the Danish phrase leg godt, meaning play well.
• 7-Eleven—Once known as Tot'em Stores, the convenience store chain changed its name to 7-11 to reflect its extended operating hours (7 a.m. to 11 p.m.).
• Skype—First it was Sky-Peer-to-Peer. Then the name was cut to Skyper. Finally, the founders renamed it Skype.
Slogans
Getting Started Marketing4
In 5 steps …
Define Your Goals and Objectives
Make sure your goals are quantifiable so you can track trends and progress, gauge the results of
your strategies, and pivot when necessary.
1Step
Track Your Progress
• Google Analytics• Google Trends• Google Alerts • Social Mentions
2Step
On-Page Optimization
The practice of optimizing individual web pages to rank higher and earn more relevant traffic in
search engines.
3Step
On-Page Optimization Tips:
• SEO Friendly UR• Authority Outbound Links• Page Title• H1 & H2 Tags• Website Speed• Social Media Sharing• Keyword at Beginning of Page Content• Image Alt Attribution• On-Page Grader
Optimize User Experience
Before you begin extensive outreach, you must ensure that your website offers your users an
optimal experience.
4Step
Optimizing User Experience for Your Marketing Funnel
Golden Rule No. 1: Eliminate DistractionsKeep users focused on the main conversion point by eliminating or not including other distractions
Golden Rule No. 2: Always Be Testing!After you have built a solid landing page, A/B test it.
for Optimizing User Experience
Create a landing page that CONVERTS:
C = Clear Call to ActionO = OfferN = Narrow FocusV = VIA: Very Important AttributesE = Effective HeadlineR = Resolution-Savvy LayoutT = Tidy VisualsS = Social Proof
—Beth Morgan, Kissmetrics
Golden Rule No. 1: Eliminate Distractions
Keep these five landing page elements in mind when optimizing your user experience (and keep these in mind when A/B testing):
• Strong Headline
• Powerful Main Image
• Body/Very Important Attributes/Proof Points
• Web Form/Call to Action (CTA)
• Testimonials/Social Proof
Golden Rule No. 1: Eliminate Distractions
Change one (and just one) of the 5 landing page elements listed on the previous slide at a time.
Think about how a user typically gets to your site:
• Organic Search?• Social Media?• Blog/News Article?• AD/Display Ad?• Email?
Golden Rule No. 2: Always Be Testing!
Outreach
1. Personas2. Influencers3. Strategic Partnerships4. Blog5. Social Media6. Paid Advertising
5Step
Wait! What is a persona?
“A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way. Each persona represents a significant portion of people in the real world and enables a marketer to focus on a manageable and memorable group of users, instead of focusing on thousands of individuals.” –Shlomo Goltz
Defining personas is one of the first steps in creating a top-down, funnel approach to marketing.
Personas
Influencers
Influencer Tactics:
• Make a list of influencers, potential partners, and communities to target. • Look up people that come to mind; whether they may be a complimentary
organization or the local guru in your cause area, add them to the list.
Influencer Campaigns
Meet Seth
Meet Ashton
Strategic Partnerships
Here are a few ways “Classy” suggests a partnership could be beneficial:
1. Increase Brand Exposure2. Increase Your Range of Services3. Increase Brand Credibility
Strategic Partnerships
Brand CredibilityVS. Cancer and the V Foundation for Cancer Research.
Blog, Social Media, Paid Advertising
Blog1. Helps drive traffic to your website2. Helps convert traffic into prospects3. Helps drive long-term results
Social MediaCommunicating through social media is a powerful tool.
Paid AdvertisingTesting a low-cost paid advertising strategy will provide you with a statistically significant sample size, allowing you to gauge easily the effectiveness and ROI (return on investment) of each campaign.
Your Nonprofit Profile pushes your information to AmazonSmile, Facebook, Network For Good and 220+ other GuideStar partner networks.
GuideStar Nonprofit Profiles
Copyright © GuideStar, 2017 All Rights Reserved.
Basic Information: So you can be found
Financial Information: So you can build trust
Program Information: So you can tell your story
Results: So you can show the difference you make
MO’ INFO ≠ MO’ PROBLEMS Guidestar Nonprofit Profiles
Questions?
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Wild Apricot Expert Webinar
Navigating Nonprofit Marketing
Presented by
David MundyDirector of Marketing, GuideStar
Summit Webinar 4
THE
END